Josh Fisher | FleetOwner
A Ram truck on display during NTEA's 2024 Work Truck Week, where Stellantis launched its new Ram Professional brand.

Stellantis launches Ram Professional to grow work truck market share

March 11, 2024
The new North American division combines the company's light-duty CV solutions under one name with the hope of taking a bigger chunk of the market share.

INDIANAPOLIS—With its sights on a larger market share, Stellantis launched Ram Professional this week. This new North American commercial vehicle division combines Stellantis’ light-duty commercial vehicle offerings into one business operation. The global company wants a bigger slice of the U.S. work truck market.

Along with increasing production capacity, the executive team leading the business venture teased new products in the pipeline. The team also told FleetOwner, Fleet Maintenance's sister publication, that Ram Professional is committed to helping fleets become more efficient—not only through truck and van electrification but also with better telematics and preventive maintenance solutions. 

Ram ranked fifth in medium-duty (Classes 4-7) sales last year, according to the American Truck Dealers, garnering 6.9% of the market. Rival Ford led the MD market with nearly 30% share. CV-focused OEMs Freightliner, International, and Isuzu were also in the Top 5. The other Big Three automaker, General Motors, ranked sixth in MD sales. 

See also: A look at Ram’s first electric pickup

But Ram trailed Ford and GM’s Chevrolet and GMC brands in the light-duty truck and van space, which is more difficult to track from a commercial vehicle perspective because consumers also buy a lot of light-duty pickup trucks, vans, and chassis for recreational vehicles. 

“Our goal globally is to be the No. 1 LCV (light-duty commercial vehicle) provider,” Ram Professional VP Ken Kayser told FleetOwner of Stellantis’ plans. “We’re already No. 1 in Europe. We’re No. 1 in South America. We’re No. 3 in North America, and we look to close the gap and become No. 1.”

Jeff Kommer, the new Ram Professional commercial sales SVP, put it more directly during the company’s public press event during NTEA’s Work Truck Week here: “On March 1, they said, ‘Jeff, you have a new opportunity: Go and crush Ford Motor Company, and let’s become the No. 1 LCV machine on the planet.’ So that’s my goal. That’s my mission.” 

With a background in retail and fleet sales—most recently as head of U.S. sales—Kommer will lead Ram Professionals’ fleet, government, and growing B2B sales efforts. A company press release said Kommer’s experience will renew the brand’s focus and unlock an untapped side of the commercial and fleet business. 

During Work Truck Week, Ford Pro announced range and charging upgrades to its electric E-Transit van. The Transit van brand, the top-selling commercial van in the U.S., is celebrating 10 years in the market. Also, during the week here in Indianapolis, General Motors rebranded and expanded its fleet offering as GM Envolve.

Ram clears production capacity

Kommer told FleetOwner that Ram Professional will be able to sell more vehicles because of its increased production capacity at its Saltillo Truck Assembly Plant in Mexico. 

“Over the last 18 months, we’ve implemented new logistics out of Mexico,” he said. “We’ve been shipping more out by sea. We have more trains available. We’ve basically taken our inventory in Saltillo to just about nothing to get them to our dealers quicker.”

For customers waiting on their shiny new equipment, Ram Professional now allows them to track their orders in real-time—like any other e-commerce purchase—from the assembly line to the upfitter to the dealer to the yard. 

See also: 2024 new truck and van models

Dave Sowers, head of Ram Professional operations, told FleetOwner the move here aligns with Stellantis’ global commercial fleet offerings. Ram Professional will fall within Stellantis Pro One, the global automaker’s enhanced strategic offensive to achieve global leadership in the commercial vehicle business. 

The work truck division is also part of the company’s Dare Forward 2030 global plan, which targets to reduce the manufacturer’s carbon footprint. That includes Ram’s expanding zero-emission offerings, including the new Ram ProMaster EV, Ram 1500 REV, Ram 1500 Ramcharger, Ram Heavy Duty, and Chassis Cab. Those complement its internal combustion engine work trucks, vans, and chassis. 

“We will address any and all needs of our commercial business customers to ensure that we retain their business but to acquire new business and ultimately achieve the No. 1 LCV provider position,” Kayser said.

He added that Ram Professional aims to offer transportation business solutions for fleets of all sizes, ranging from upfits and conversions to electrification and connected services.

More details on Ram Professional’s suite of fleet solutions 

Ram Professional plans to roll out its new services in phases. These include products designed for small businesses and work truck fleets where vehicle equipment and technology are central to operations, the executives said.  

According to company marketing material, they start with the vehicle and grow into a suite of services for the current and evolving fleet landscape. 

Here’s a look at how Ram Professional laid out its solutions:

Direct products and vehicle solutions

Ram Professional’s latest vehicles and powertrains are the most diverse in brand history, including traditional internal combustion, diesel, and all-new electric options created to meet customers' needs.

New ProMaster van offerings

The 2024 Ram ProMaster headlines the new business division launch. It can tow up to 6,910 lb. and has a 4,680 lb. payload. The just-announced, all-new Ram ProMaster EV offers a targeted range of up to 162 miles in city driving.   

Towing capacity

Ram Heavy Duty work truck lineup focuses on durability, extreme performance, comfort, luxury materials, innovation, and technology. The brand’s most powerful pickup offers up to 37,090 lb. towing capacity with a 7,680 lb. payload.

Commercial service support

The Dedicated Ram BusinessLink dealer network with commercial-customer-focused maintenance packages includes essential fleet maintenance such as lube and oil, road hazard, and multi-care coverage. 

Ram Professional is also expanding full mechanical coverage and 24-hour roadside assistance from a dedicated team focused on commercial fleet needs. 

Upfit ready 

Ram dealers work with local upfitters and Ram-approved partners to customize every work truck or van to its customers’ needs. 

Commercial financing 

With Stellantis Financial, Ram Professional simplified financing and now offers up to 100% of the cost, as well as closed-end leasing and commercial lines of credit. 

Connected services

Designed around three tiers of fleet customers, Ram Professional’s connected services center around the Ram Connect system, which is powered by the data platform Mobilisights

Fleet customers can stay in touch with their vehicle and technical needs with real-time data and new levels of convenience, including access to services ranging from entertainment to navigation, safety and security, and more.

Electrification and charging

With the addition of the new ProMaster EV, Ram Professional is offering professional charging solutions through the Stellantis Free2Move ecosystem of charging hardware, software, and services. The company said more details are to be announced.

Mobility 

Ram Professional mobility solutions include a set of options through its Free2move global mobility provider, offering shared vehicle services to individuals and companies. 


This article was originally published on FleetOwner.com

About the Author

Josh Fisher | Technology Editor

Josh Fisher is the technology editor for Fleet Owner.

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